Beware the Magic Pony
First, I want to thank everyone who posted comments on my article about the Amazon Rush. When I write articles like these, I’m looking to start some discussion, and the discussion is now happening. I believe that’s a good thing, whether I’m right or wrong in my assessment.
Second, there’s a misunderstanding. I’m not criticizing how past authors have acted. I received one very angry email, asking how I could turn on my own authors this way. If that’s what you thought, let me assure you that’s not the point. The point is this: I believe that this summer saw the last major lift that people will get from this marketing tactic. What has worked in the past will not work as well in the future.
Finally, when I talk to new authors coming through Podiobooks.com, I hear a lot of “I want to do what Sigler, Lafferty, Hutchins, and Selznick have done.” Well…so does everyone. After watching how much work past authors have put into their own marketing campaigns (of which the Rush was only a piece), I need tell them that this is not a magic pony you can ride into Never Never Land. Please, listen to I Should Be Writing #99, and hear about how the “magical success” of today’s biggest podcast novelists was the result of years of work, not a single marketing tactic.
The Amazon Rush is an arrow in the quiver. As Matt Wallace pointed out, NOT to do so just because I say so is a foolish move. As Mur pointed out, I’ve never done it myself. These criticisms have merit. To you new podcast novelists out there: all I ask is that you think of a full marketing strategy for your podcast, then for your published novel when it happens. Don’t try to fly away on a magic pony.
Update: Other blogs have picked up the topic. Check these out:
- Is the Amazon Rush Dead? at Indiana Jim’s Blog
- End of the Amazon Rush? at Jason Penney’s All the Billion Other Moments
- Amazon Rush Days Aren’t Dead (They’re Just Pining for the Fjords) at SocialMediaJunkie.com
- The Amazon Rush: Comes the Apocalypse by Kris Johnson
- What We’ve Learned – Why the World Needs the Amazon Rush
September 26th, 2008 at 9:23 am
Wow, great post! I just made (er, asked) an author listen to ISBW #99 too. That was such a great episode.
September 26th, 2008 at 9:31 am
…and as Scott Sigler pointed out, we are loved but our conversation is retarded.
September 26th, 2008 at 10:25 am
I’m beginning to think that it’s not the last major lift. Because as Sigler pointed out, the lift comes in getting on those bestseller lists, even if it is only for one day, and it sells books, which is your job.
We have to define success here.
September 26th, 2008 at 11:14 am
Scott has a point, and I thank him for making it. I was approaching the problem like this: rushing Amazon worked for the first people doing it because it was fresh and new. It got results. As more people try it, it may not get the same level of results. While Mur was able to hit #1 in SciFi (which is made of awesome), a future author may not be able to stir up their fanbase the same way because the rush has been done before — the Yet Another Amazon Rush fatigue might be an issue. That doesn’t mean we need to stop it…but we do need to keep it in perspective.
Scott point about a $0 marketing plan is apt. Again, I had not considered that point, and it is defintely something to consider.
(And let’s not get offended by choice of words. I know what Scott and Matt were saying, and I take no offense at any of it. I laughed out loud when I read both of their posts, because I love it when these guys chime in. Bravo, gents.)
September 26th, 2008 at 11:28 am
[...] Update: Read the follow-up post, Beware the Magic Pony [...]
September 26th, 2008 at 4:12 pm
[...] matter; I suspect his tone was tempered not with cool reasoning, but with cold, hard currency. His further statements on the matter lead me to believe that the veil I so abruptly tore from his face has been replaced and is now [...]